A little over a year and a half ago Lights of Soho was, well, it was a brothel (it is soho after all). Our job was deliver a positioning, brand and influencer campaign to transform the venue into a members club and light art gallery. It has been so successful that the venue is now known as “the home of the capitals cool set”, and “Londons culture hub” (Financial times) and even “Soho House for creative types” (The evening standard).
Its had visits and performances from the likes of Sam Smith, Rita Ora, Professor Green, Lady Leshurr, Nicholas Hoult, Boy George, Craig David, Elle fanning, its had talks from the founder of burning man, Cannes Palm d’or winning film Director Nicolas Winding Refn, the BFI, the British Fashion Council, its been chosen as the venue to launch the new product of Beats by Dre, Shazam, Outnet and album launches from Sony, Universal, Virgin, Warners and EMI, and its been in the Ev Standard How to spend it, Conde Nast Traveller, Vogue, Harpers, Notion , Fault, Vice, Dazed and Mumford and sons even took the place over for a week – now that was a lot fun..
Not a bad wrap - so how did we do this?
Well it all started with the insight that “cool” and modern luxury was about experience, not about money and not about excluding everyone – its about sharing your experiences. The ultra-exclusive “you can’t be in my club because you don’t have enough money” is basically over for those under 30 and has no relevance.
So we created a positioning and a membership and committee that reflected the values of inclusivity and creativity, and we ensured all our comms reflected this. In our first 3 months we partnered with “leading lights” of the creative industries and those in film, fashion, music and art, we didn’t just go for celeb names, we contacted our friends who INFLUENCED the successful. For every famous actor there is someone unknown who inspired them, it’s the same for the artists, the musicians and the fashion designers.
By working with these people we set out the bar pretty early about what the venue valued and stood for. We tied in some great cultural titles and commentators to talk about what LOS was doing, created a programme of weekly cultural events including “Tech salon Tuesdays”, “authors Wednesdays”, “Young artists in residence nights”, “Music indy Jam sessions” and amplified it all with the use of some pretty cool online influencers. We also partnered with the British fashion Council for a series of one week pop-ups and hosted multiple magazine editors private parties.
The results have been nothing short of astounding with the brand now known globally, its become a “must see” for visitors to the worlds cultural capital, its been in almost every cultural title imaginable and its generated millions of impressions – Time Out even said it had “the most instagrammed walls of the whole of summer” and it has over 1200 members and is firmly part of the cultural map of London.